Morning Television Program And The Construction Of Shanghai Culture

Shanghai culture originated in Chinese painting, also originated in the opera. After art school to become it Spread to movies, novels, art education and other fields and infiltration of many aspects of life, and has gradually formed the overall concept of the culture of Shanghai. As a modern popular culture, its industrialization and commercialization of the modem city for the environment created by the mass media, the premise of the public. A new era of media spread characteristics of visual symbols for the TV gradually replace print media, TV has become the most influential mass media, at the same time, it become one of the most important vectors. TV with its own unique mode of transmission brings cultural into the era which emphasis on the audio-visual experience.In 2003, Dragon TV website, a new city began to appear in mainstream in the field of our sight. According to its own geo-specific characteristics and unique historical heritage, Dragon TV has set the media's overall positioning. As the two hours of the morning program, "Look East" explained the progressive international city of Shanghai, the positioning of the humane spirit and pervasive consumer culture.In this paper, "Look East" of Dragon TV shows the culture hidden behind the programs' patterns. Through television programs and urban culture of the interaction analysis, pointed out that modernity and consumer culture as the characteristics of Shanghai is still full of vitality in the modern. Urban life and the media as a culture environment for the production of television programs provided by the positioning basis, but on the other hand, specific cultural content also comes from the practice of the specific activities in the television era of media hegemony, visual symbols as a cultural construct to provide a driving force for innovation. Through the establishment of the authority, the typical model, as well as to convince a huge role in culture, TV becomes a reality an important component of culture. A large extent, it affected the people's way of life, to build people's imagination about the Urban Culture, affect cultural development. In the process of image reconstruction of the city, the television media disseminated the amazing strength.